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FMCG

At Kantar TNS we understand the current challenges of FMCG brands and we help them to
be irresistible and build a strong reason to believe
understand why, even if they are irresistible, they may lose opportunities to end-up in the shopper basket
have conversations with the retailers to improve conversion rates and basket size
Developing exciting new products that provide incremental growth
…
To do so we use the most relevant data and methodology. We integrate qualitative and quantitative approaches with mobile and social data.
Let’s talk about your challenge ….

How we’ve helped our clients

Unwrapping emotional needs to increase share

The challenge

The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.

Our approach

Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.

The insight

A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.

Impact

Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.

Taking a bigger scoop of repertoire buyers’ spend

The challenge

Our approach

We used an ethnographic approach combining filming, eye-tracking and shopper interviews to help understand the conversion process for the category, and reveal the precise interruptions that would trigger increased sales.

The insight

Previous research had focused the manufacturer’s attention on price, but our ethnographic approach revealed that actual at-fixture decision-making focused on flavour. The client’s flavour variants suffered from low visibility and repertoire buyers tended to miss them.

Impact

A pack redesign to increase visibility of flavour variants, together with improved signage and off-shelf communication, increased sales by almost a third when rolled out across a test region.

Putting the sparkle into innovation strategy

The challenge

Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?

Our approach

We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.

Drive growth through opportunities in new segments

The challenge

A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.

Our approach

We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.

The insight

We identified a major gap in the largest need-state for beer, where brand value, product value and satisfying drinkability intersect. Meeting this unmet need would appeal to underdeveloped customers, drive incremental growth and enhance brand equity.

Impact

The client developed an entire business plan around the need-state, and the resulting product launch exceeded sales goals by more than 50 per cent.

Driving impulse purchase through in-aisle insight

The challenge

A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.

Our approach

We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.

The insight

Most of those that did buy confectionary on impulse had visited the store to buy a beverage. A third of shoppers visiting the confectionary fixture did not buy anything, usually due to too much variety and a misplaced focus on price.

Impact

We recommended locating the confectionary display on the way to the beverage fixture, reducing the number of SKUs to focus on high-volume lines and focusing POS messaging on craving and indulgence. Category sales increased by five per cent in tests, and the measures were rolled out across the store network.